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Car Manufacturer Citroën Brings Out Glasses To Cure Motion Sickness

Citroën’s cars are famous for their comfort and it was along this insight the French car manufacturer decided to make traveling even more ...

Citroën’s cars are famous for their comfort and it was along this insight the French car manufacturer decided to make traveling even more comfortable.

With its agency Traction (BETC), Citroën introduces Seetroën, the first glasses against motion sickness.

Motion sickness is a common condition that chronically affects more than 30 million people in Europe.
One in three develops symptoms at least once in a lifetime.
Based on this observation, Traction (BETC Group) and Citroën have created a unique object, which will initially be sold in limited and exclusive quantities, in the brand's lifestyle boutique, available for pre-ordering from today, July 6th .
If sales are successful large-scale production is likely.

The Seetroën glasses use Boarding Ring ™ technology: a patented and tested paramedical device, with a 95% efficiency rate, developed by a French start-up.
Motion sickness is due to a difference in perception between the sight and the sense of balance.
Coloured liquid moves in rings arranged around the eyes, in the frontal direction (right-left), but also in the sagittal direction (front-back).
This recreates an artificial horizon which re-synchronizes the sight and the inner-ear and solves the motion sickness in less than 10 minutes and in 95% of the cases.

For the design, Traction teamed up with 5.5, a Parisian collective design studio. The design of the glasses respects the fun, simple and ergonomic codes of the brand.

Nicolas Lautier, Creative Director Traction (BETC) :
With the Seetroën project, we wanted to nurture the brand's DNA, which is comfort and mobility.
From this point of view, being able to propose a solution putting an end to motion sickness was for us a project that felt 100% Citroën.
On a more creative and brand-building level, we are committed to continuing the transformation of the brand by modernizing our campaigns as much as possible.
Thus, developing a profoundly serviceable project is another step in this direction: to make Citroën an even more innovative and inspiring brand - and to create coherence between its products and its communication.

Studio 5.5 :
We chose to play with the idea of the round glasses, because it is a design rhyming well with the image of the Citroën brand: iconic, timeless and acclaimed at any age by men as well as women. The emblematic chevron of the brand sits in the center of the frame as on the grille of cars.

The four rings, based on the Boarding Ring ™ technology, refer to the 4 wheels and their finesse is a small wink to the lightness of the old wheels. Finally, the chosen materials, both soft and supple, makes the glasses solid and comfortable.